Millennials (18 – 34), like each generation that was young before them, tend to spend most of their time with their selfies, Instagram, and Snapchats. They appear to their elders as superficial, shallow, self-obsessed and anti-intellectuals. Well, it’s not hard to understand why some Millennials might want to distance themselves from an identity that has often been equated with being self-absorbed, whiny and spoiled. This is because Millennials are significantly more critical of their generation than older age cohorts are of theirs. They tend to speak out their minds and are not afraid to make a stand for what they think is right. If you are a millennial, you probably could relate with me.
Because of their love for watching short-form videos, updating their Facebook status and Insta stories, it is easy to believe that they don’t read long-form media. What spur me to blog on this topic was from a sentence thrown across the room from an elder, saying: “You guys don’t read!!” – and that’s not entirely true!
Based on Crowdtap, Millennials spend nearly 18 hours a day consuming all kinds of media on more than one device at a time. YES, 18! This is a massive amount of time to be consuming anything! As a marketer, targeting Millennials is the newest marketing buzz as they are now the largest demographic segment with a projected annual buying power of $200 billion in 2017. It is no surprise that brands are starting to figure out the best way to appeal to this new segment.
Want to take advantage of creating effective contents to target a generation of page turners? Check out the 6 strategies for marketing to Millennials!
#1 Target the Right Contents to the Right Person
First, according to Puglisi, the best way for brands to get on board is to think quality first, above all else, because content marketing in this digital era is a shiny new playground for smart marketers to experiment and learn; so let’s not waste it on the same old mistakes of display. He goes on to highlight that Millennials are the first major generation that almost always have the Internet and they don’t think of information flow the same way as their parents or elders do. Traditional media is all about massive reach, but today’s savvy consumers are constantly filtering out disruptive messaging and focusing on optimizing individual pieces of contents, rather than a major destination. Brands should build a content engine to travel to the right person, rather than expecting them to come to you.
#2 Write Stories that Millennials Can Relate To
Now the trick here is not to get Millennials to read – but it’s to get them to commit to the media they’re reading and pay attention until the end. Millennials like to see themselves in the stories they read. They like to learn something new from them. They want to be inspired and changed because of them. Therefore, marketing should create stories that speaks to Millennials’ desire to change their lives, and they’ll be hooked.
#3 Millennials Read, But They Read Differently
They are reading for information. Therefore, they read with purpose and are very good information scanners. They also look up for stories of interest to them, like new movies, travel destinations, how to/ hacks, etc. This also means that contents should speak to their sense of adventure. Millennials like adventures. Give those to them through the contents they read, and they’ll come back for more.
#4 Create Multimedia Experiences – Visual Content Is King
When Millennials like something, they want more of it! In the age of the Internet, there’s always somewhere to get more information about whatever they want. You might also observed that they love to watch videos and scroll through pictures too. So, if you can create visual contents (multimedia/ animation/ infographics/ comic strips/ short video clips) to accompany long-form of written works, they’ll most likely take a look. Millennials want things fast, and they don’t want their time wasted. As long as the original contents was good to begin with, they’ll want to consume more and more of it. Let’s start visualizing how to incorporate images and videos in your marketing campaigns.
#5 Sometimes, Less Is More
Millennials tend to be always on the go. They would prefer fewer but more on-point contents with fewer repetitive messages. Marketers should begin to tell stories by keeping it short and sweet, at the same time, providing value and match the interests of Millennials.
#6 Take Into Account of Shareability and Accessibility
Whether it’s about a tweet or a video on Facebook, Millennials want to be able to share the media that they like. The element of ‘sharing’ and ‘accessibility’ is somewhat part of a millennial. They are constantly updating their thoughts and whereabouts to the Internet community. So, make sure they can easily and effectively share information. Remember too that Millennials read everything and mostly on their mobile screens. Thus, any contents you create, from long-form articles to blog posts, ensure that it has a responsive design for mobile view.
Therefore, by understanding the kinds of information Millennials are seeking, it may be possible for marketers to engage them more deeply in content. What’s more, finding out what kinds of information they seek has never been easier with the accessibility of key words, hashtags, social media trending topics and other tools that provides a gateway into developing relevant content.
Perhaps the biggest take away is that Millennials are capable of taking in a lot of visual information at once, probably more than older generations, provided it is presented in an attractive and easily digestible way. This makes good design as important as good writing. Older consumers tend to overlook poor design and focus on the meaning whereas Millennials have a hard time getting past the way it looks. Hence, give them something good to read. They’ll read it, and they might even share it with their followers and friends!